Fibre-conscious online shopper
You want to order breakfast cake for home and compare the proportion of wholemeal flour with the fibre content per 100 g and per slice.
Who is this choice relevant to?
Household keeping an eye on sugar
You compare the stated sugar content and, for a no added sugar version, check which sweeteners it contains and what warnings are given.
Shopper who checks ingredients and delivery in advance
You want to know which allergens and grains are listed, and whether your chosen version can actually be included in your online delivery order.
What should you look for when choosing?
Start with what matters most to your household. Then compare nutritional values on the same basis: slices can vary in weight from one product to another.
| What to consider | What to check before buying | Who it matters most to |
|---|---|---|
| Fibre and wholemeal flour | Check the type and proportion of wholemeal flour in the ingredients list, as well as fibre per 100 g and per slice. | If I’m choosing it mainly for its wholemeal ingredients, I want to know how much fibre there is in my usual slice. This fibre and wholemeal content would be the top priority for around 33% of consumers. |
| Sugars and sweeteners | Compare ‘of which sugars’ per 100 g and per portion. For a no added sugar version, check the ingredients and warnings too. | I want to weigh up the sugar in my breakfast cake and know what’s in an alternative made with sweeteners. The choice of sugars and sweeteners would matter most to around 25% of consumers. |
| Delivery and packaging | Check the delivery options for your address and see whether the cake is sliced and how many grams the pack contains. | When I have my groceries delivered, I don’t want to choose a cake that I then have to go to the shop to buy. Delivery availability would be the top priority for around 25% of consumers. |
| Ingredients and allergens | Check which types of grain and allergens are listed on the current product page and packaging. | If certain ingredients are essential considerations for me, I want to be able to assess the exact version before I order. Checking ingredients and allergens would be the top priority for around 17% of consumers. |
Common mistakes
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Assuming ‘wholemeal’ means ‘low in sugar’
The own-brand versions reviewed contain varying amounts of sugar. Jumbo lists 35.5 g per 100 g for its wholemeal breakfast cake; PLUS lists 34.1 g per 100 g for the sliced version reviewed.
Compare ‘of which sugars’ on the label. If you choose a no added sugar version, check the sweeteners used and any warnings too.
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Assuming a shop product is available for delivery
ALDI presents the Koek & Bakker version reviewed as a shop product. Lidl says its wholemeal breakfast cake reviewed here is only available in store.
Check whether the specific version can be included in a delivery order from your chosen supermarket.
Otherwise, you may still need to visit a shop or choose a different version.
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Guessing allergens from the name or product photo
The versions reviewed list rye or other cereals containing gluten, among other ingredients. A product name doesn’t show all the ingredients or warnings.
Check the current ingredients and allergen information for the specific version, and check the packaging when it arrives too.
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Assuming baker’s salt always contains iodine
The Netherlands Food and Consumer Product Safety Authority explains that iodine can be added to baker’s salt used in bakery products. This doesn’t mean that every breakfast cake contains iodised baker’s salt.
Don’t assume that a product contains baker’s salt or iodine just because it is labelled ‘wholemeal’; check the ingredients of the cake you choose.
Brands to compare
These brands offer different points to consider when making your choice. Always check the specific version and where it’s sold; a brand name alone doesn’t tell you whether delivery is available.
Peijnenburg
The sliced wholemeal breakfast cake with no added sugars reviewed here is an option if you mainly want to compare the nutritional information per slice.
- Peijnenburg and Jumbo list 17 g of fibre and 4.9 g of sugars per 100 g for this version.
- The product information lists xylitol and warns that excessive consumption may have a laxative effect. Check the allergens listed too.
Jumbo (huismerk)
The 280 g wholemeal breakfast cake reviewed here is a standard own-brand option to consider when ordering groceries from Jumbo.
- Jumbo lists 35.9% wholemeal rye flour and 8.2 g of fibre per 100 g.
- Jumbo also lists 35.5 g of sugars per 100 g and names rye, wheat and gluten in the product information.
PLUS (huismerk)
The 485 g sliced pack reviewed here can be considered as part of a PLUS order for delivery or collection.
- PLUS lists 41% wholemeal rye flour and 5.7 g of fibre per 100 g.
- PLUS lists 34.1 g of sugars per 100 g and advises customers to check the latest ingredients and allergen information.
Koek & Bakker (ALDI)
A 485 g sliced wholemeal breakfast cake for anyone considering a trip to the shop too.
- ALDI describes this version as pre-sliced.
- For the version reviewed, ALDI directs shoppers to its stores; don’t assume it’s available for home delivery.
Lidl
The 485 g sliced wholemeal breakfast cake reviewed here is worth considering if you also shop in store.
- The product page lists a 485 g sliced pack.
- Lidl marks this version as ‘In store only’.
Albert Heijn (huismerk)
The 350 g AH wholemeal breakfast cake reviewed here is a useful reference when comparing own-brand versions.
- Albert Heijn listed 17% wholemeal rye flour for this version.
- The product page reviewed said ‘Discontinued’. Check the current range before adding this version to your shopping list.
Breakfast cake at Joybuy
This sliced wholemeal breakfast cake is one option to compare with the nutritional information for other versions. Check the current ingredients, nutrition table and delivery options before placing your order.
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g'woon sliced wholemeal breakfast cake, 485 g
A sliced breakfast cake for anyone looking to add a wholemeal option to their grocery order.
485 g pack. Compare the latest nutritional values on the label and check the ingredients and allergens before ordering.
Frequently asked questions
Does ‘wholemeal’ tell you how much fibre or sugar a breakfast cake contains?
No. You’ll need to check the nutritional information for the specific version. The Netherlands Nutrition Centre gives 1.3 g of fibre and 11.1 g of sugars as general reference values for a 30 g slice of wholemeal breakfast cake; recipes and slice weights can vary between products.
Does breakfast cake with no added sugars contain no sugars at all?
No. For the Peijnenburg no added sugar version reviewed here, Jumbo lists 4.9 g of sugars per 100 g. Peijnenburg also lists xylitol and warns against excessive consumption, so check both the nutritional information and the ingredients.
Can I assume that wholemeal breakfast cake is gluten-free?
No. The Jumbo and PLUS versions reviewed here list rye and cereals containing gluten. If you need a gluten-free product, check whether the specific packaging explicitly states that it is gluten-free and read the latest allergen information.
Does all breakfast cake contain iodine from baker’s salt?
No. You can’t tell from the type of product or the word ‘wholemeal’. The Netherlands Food and Consumer Product Safety Authority explains that iodine can be added to baker’s salt used in bakery products; check the ingredients of the breakfast cake you choose.
How can I tell whether a wholemeal breakfast cake can be delivered?
Before checking out, check the delivery options for the specific version and your address in your basket. The ALDI and Lidl pages reviewed here direct shoppers to stores for the wholemeal versions mentioned, while PLUS offers delivery or collection for the version reviewed.